Recently, one of our clients decided to venture into e-commerce space and start an e-commerce business, so in this blog post I’d talk to talk about e-commerce website.

Over the years there have been tremendous advancement in e-commerce industry. There’re multiple robust e-commerce platforms such as Shopify and Big Commerce, all of which claim that “starting your online store is easier than you thought”. However, launching a successful e-commerce business requires more than just getting your e-commerce website ready. Before you do anything more than putting pen to paper, you need to decide on three things:

1) What your e-commerce business structure will be (where you’re going to sell) 
2) What your product range scope will be (what you’re going to sell) 
3) What your Unique Selling Proposition (USP) will be (why customers should buy from you).

Those three decisions will influence everything else you do, so outlining them will help you decide if your e-commerce business idea is worth investing time and effort in. Then you need to consider your website, your marketing, etc. When it comes to finally creating your e-commerce website, it’s critical that it’s as customer-friendly as possible, because e-commerce is a competitive space – your competitor is just a few clicks away. Here are some pointers on creating an effective e-commerce website.

First of all, you want to have well-crafted product descriptions. The product description should be between 75 -200 words, and “under the hood” details should also be readily available on the site, including details such as the size, shipping, and weight of the product. After content, high quality photographs of your products are the second most important factor in selling online. Photographs should be high quality and can be enlarged without becoming pixilated or distorted.

Easy navigation is essential, as you want your customers to be able to find the products they’re looking for easily. Also, call to action buttons will make a big difference to your profit. You want your call to action buttons (i.e. buy now, order here, download it here) to appear at prominent places on your Web page. Ideally, each page should lead the customer to an action, such as a purchase or to a form.

Contact information such as phone numbers, physical address, and e-mail address should be listed on every single page. By including contact information, as well as FAQs, policies, and procedures prominently on your site that offer information regarding shipping, returns, defects, and customer service, you can infuse confidence in your customers, ensure integrity and make communication and purchases more efficient.

And lastly, you want to have a good tracking and analytics program for your site. Know where your traffic is coming from and what words they’re searching to find your site. Look out for bounce rate, because the lower you can get your bounce rate, the better your success rate. You also want to know what pages your customers exit from. Generally, you want them to leave from either the “purchase success” or “contact” page, and you do not want them to exit from the homepage or the product detail page.

Of course, there’re many other things to consider when creating an effective e-commerce site. Also sometimes it’s a matter of trial and error to see what works and what doesn’t, so don’t afraid to test things out to see what work best for your specific e-commerce website. 

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